This playbook works because it meets technical buyers where they already are. They’re using AI to compress research, relying on peers for validation, and judging vendors by the quality of their self-serve experience, documentation, and technical voices.

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The teams that win here don’t run dozens of disconnected programs. They focus on a small number of moves done with real care:

Teams that commit to this motion feel different to buy from. They’re easier to understand, easier to test, and easier to trust. In a market where technical buyers have more tools, more options, and less patience, that difference is what wins the deal.